If Twitter were an Olympic sport, Dell would most definitely go home with the gold. They got in on it all early (2007!) and they got it right.
One of their profiles of particular note, @DellOutlet, enables followers to find out when discounted products are available at the company’s outlet store. They can then click a link to purchase the product. In June this year, Dell reported that they had achieved over $3m in US sales as a direct result of their Twitter-exclusive offers. Incredible stuff.
The offers have helped grow their follower base to over 700,000, almost within the top 50 most popular accounts on Twitter. Additionally, followers often re-tweet @DellOutlet messages which results in an even greater reach.
Many brands dismiss Twitter as a fad. Maybe it is. And there are shed-loads of brands spending lots of time and money on Twitter wthout reaping rewards. But there’s always a danger in genarlising. There is an audience out there on Twitter, it is therefore (at least, currently and for some brands) a relevant communications channel. Just how effective that channel proves to be depends on how you choose to use it.
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